Connotative Meaning Semiotics analysis on AXE CHOCOLATE MONTH edition, “ MAKE
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chocolate leftover informs that this beautiful woman also want to a chocolate doll or want to be melted by a man who uses this product AXE
chocolate monthC
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. And also, this product states that it is for consumers especially a man
which is represented by a doll in the question, who wants to make a woman to be melted powerless?. This image describes the man power to
make a woman to be powerless which is described a face tilted, a chocolate leftover, and half mouth opened, and with emphasizing context
in this image, the word “melt”, chocolate leftover on her lips concludes that this beautiful woman looks she really needs the chocolate in body
doll. This word is offered by the arrangement of the sentence that she is melting like chocolateC
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. The other element is her staring eyes. It explains that her eyes are
talking to consumers in the offering word, “I want a chocolate, who has chocolate and who wants its chocolate to be in my lips”. It may be
interpreted that a consumer, which is represented by a doll, could get a “position” as what a woman needs. This advertisement gives a chance
position to a consumer to get as what a woman needs. For example if a man has a chance position power to manipulate a woman which is in this
context as sexual objectC
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. The setting and background also support the connotative process. In
this image, it happens in a room. A chocolate wall, a chocolate doll, chocolate leftover on her lips and her staring eyes said that “come on; let’s
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get melted together, let’s to be full of chocolate”. It is the strategy of AXE advertisement to persuade consumers, “You should be a doll” and it will
be what a beautiful woman wants. In addition, the taken photo with close up indicates that what woman feel facial expression may be close to
consumers. Facial expression is signed a woman need the chocolateC
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. Then, how about the written web address? It explains that this image,
a representation image of AXE perfume product which is advertised. The web address also asks consumers to visit this web address as information
only or formal legitimating of a company. AXE Company gives a web address to continue about who gives the word “melt”. The consumers
would interpret that AXE Company produces AXE perfume product to give what consumers want about a beautiful woman wants in chocolateC
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. This is really smart strategy of AXE advertisement, giving symbol sign or
sign values upon products to persuade consumers. If the connotation process stays for long time, it will be myth. It is
going to announce that only by consuming or buying AXE perfume; the consumers will get something touched by a beautiful woman or get power
as myth to manipulate the powerless myth. For example, offering interested order for a man that a woman would be sexual object as
represented by the context of chocolate leftover and the tagline placed. To send a message to be a same perception, audiences consumers have to
interpret as the same code, said Barthes. The code in this image is hermeneutic, narrativeproairetic, and cultural codes.
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Hermeneutic code is signed in the chocolate leftover on the woman lips. It is brought to look for the hidden answer. This code points that the
chocolate leftover is caused by a doll, the representation of a man which is full of chocolate in his body.
Narrative code contains the story that consumers who want to have power that would be touched by a beautiful woman should buy or spray a
product AXE perfume chocolate month. The consumers will make a beautiful women melt; this is the point code of this image. There is
something happen with the chocolate leftover on woman lips. Cult
ural code is about “chocolate”. Chocolate is recognized as sweet, usually brown, food made from cacao seeds that is usually sold in
supermarket. A company uses this definition and manipulates the something sweet to be transformed to the AXE perfume product. So, a
company gives this edition to be AXE chocolate month. It seems that consumers who buy this product will get two types, what woman lips are
and what something sweet from cacao seeds.
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